| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.76 MB | Adobe PDF |
Authors
Abstract(s)
Num período de eminente restruturação social e em que questões de género são cada
vez mais congruentes com o meio que nos envolve. Perante a hierarquização e distinção social
e também cultural dos códigos intrínsecos ao luxo no setor do vestuário, é questionável a divisão
social de género. Mostra-se pertinente e fundamental a compreensão e a contextualização dos
símbolos e códigos inerentes às marcas de moda e consequentemente do género. Com recurso
a uma metodologia de análise visual e do coolhunting como prática de inspiração etnográfica,
esta investigação pretende colaborar nas áreas do Branding de Moda e dos Estudos de
Tendências com uma nova perspetiva. Pretende-se alicerçar competências da metodologia de
análise visual e da análise de tendências socioculturais como o intuito de consolidar os
conhecimentos e adquirir informação através de uma triangulação de métodos (Análise de
Composição, Análise Semiótica e Análise de Discurso tipo I), e pela comparação direta de
informação. Os objetivos desta pesquisa dão a conhecer a influência do género na realidade da
marca Guess e trazem contributos para os paradigmas contemporâneos emergentes, focandose no género feminino como valor de marca em contexto social e de mercado.
In a period of imminent social restructuring and in which gender issues are increasingly congruent with the environment that surrounds us. Given the hierarchical and social and cultural distinction of the codes intrinsic to luxury in the clothing sector, the social division of gender is questionable. It is relevant and fundamental to understand and contextualize the symbols and codes inherent to fashion brands and consequently gender. Using a methodology of visual analysis and coolhunting, as a practice of ethnographic inspiration, this research intends to collaborate in the areas of Fashion Branding and Trend Studies with a new perspective. It is intended to build on the skills of the methodology of visual analysis and the sociocultural trends research to consolidate knowledge and acquire information through a triangulation of methods (Composition Analysis, Semiotic Analysis and Discourse Analysis type I), and by comparing information. The objectives of this research examine the influence of gender in the reality of the Guess brand and bring contributions to emerging contemporary paradigms, focusing on the feminine gender, as a brand value in a social and market context.
In a period of imminent social restructuring and in which gender issues are increasingly congruent with the environment that surrounds us. Given the hierarchical and social and cultural distinction of the codes intrinsic to luxury in the clothing sector, the social division of gender is questionable. It is relevant and fundamental to understand and contextualize the symbols and codes inherent to fashion brands and consequently gender. Using a methodology of visual analysis and coolhunting, as a practice of ethnographic inspiration, this research intends to collaborate in the areas of Fashion Branding and Trend Studies with a new perspective. It is intended to build on the skills of the methodology of visual analysis and the sociocultural trends research to consolidate knowledge and acquire information through a triangulation of methods (Composition Analysis, Semiotic Analysis and Discourse Analysis type I), and by comparing information. The objectives of this research examine the influence of gender in the reality of the Guess brand and bring contributions to emerging contemporary paradigms, focusing on the feminine gender, as a brand value in a social and market context.
Description
Keywords
Branding de Moda Coolhunting Género Moda Tendências